MKTG08018 2022 Global Marketing Practice

General Details

Full Title
Global Marketing Practice
Transcript Title
Global Marketing Practice
N/A %
Subject Area
MKTG - Marketing
BUS - Business
08 - NFQ Level 8
05 - 05 Credits
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Kerry Dolan, Catherine McGuinn
Programme Membership
SG_BBUSI_H08 202200 Bachelor of Business (Honours) in Business SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing (Add on) SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing SG_BFINA_H08 202200 Bachelor of Business (Honours) in Finance and Investment SG_BBUSB_H08 202200 Bachelor of Business (Honours) in Business SG_BBUSI_H08 202200 Bachelor of Business (Honours) in Business

The student will comprehend critical understanding of global marketing practice and will demonstrate the skills necessary to maximise global marketing success.

Learning Outcomes

On completion of this module the learner will/should be able to;


Critique skills necessary to design international marketing research


Evaluate the issues around global product marketing


Formulate an effective approach to global brand development


Synthesise global price considerations


Debate the key elements of effective global distribution


Design an integrated approach to integrated global marketing communications

Teaching and Learning Strategies


Guest lectures


Module Assessment Strategies

100% CA

Repeat Assessments

As above

Indicative Syllabus

1. International Marketing Research (LO 1)

  • Design a system to gather international marketing intelligence
  • Comprehend the role of global intelligence planning
  • Apply international research techniques

2. Global Product Marketing (LO 2)

  • Debate the interrelationship between market expansion and product adaptation
  • Evaluate product standardisation versus localisation
  • Design a system for international product testing
  • Assess barriers to product expansion internationally
  • Critique global marketing opportunities from product innovation

3. Global Branding (LO 3)

  • Articulate what are the success factors to build a global brand
  • Assess the need to balance global and local factors
  • Design the steps involved in brand expansion
  • Identify the challenges to brand globalisation
  • Determine the opportunities for brand development

4. Global Price Considerations (LO 4)

  • Debate the interrelationship between price and strategy
  • Critique key factors in global price considerations
  • Assess challenges international pricing

5. Global Distribution (LO 5)

  • Critique the impact of global distribution systems
  • Assess the importance of effective value chain planning
  • Articulate the role of collaboration and partnership 
  • Synthesise the need for customer driven distribution

6. Global Marketing Communications (LO 6)

  • Debate the importance of integration for global marketing communications
  • Assess the relevance of various tools across markets
  • Articulate the challenges of advertising across cultures
  • Design guidelines for effective communications planning globally


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Project Group Project 40 % Week 4 1
2 Continuous Assessment Coursework Assessment Assessment 30 % Week 8 2,3
3 Continuous Assessment Coursework Assessment Assignment 30 % Week 13 4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 3 Weekly 3.00
Independent Learning Not Specified Independent Study 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Required Reading
2020-01-09 Global Marketing Management John Wiley & Sons
ISBN 9781119563112 ISBN-13 1119563119

Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world. Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.

Required Reading
2019-08-07 Global Marketing, Global Edition
ISBN 1292304022 ISBN-13 9781292304021

For courses in global marketing. Familiarises students with global marketing and the global business environment Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.

Required Reading
1920-01-14 Hollensen
ISBN 1292251808 ISBN-13 9781292251806

"Globalization is the growing interdependence of national economies - involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world"--

Module Resources

Non ISBN Literary Resources


Journal Resources

Harvard Business Review

URL Resources
Other Resources


Additional Information